1. What was your market share and SPI in period 3? 2. Competitor analysis. Pick one of your own brands to discuss the following: 2.1)Which one of your brands did you pick? 2.2)What is a target segment...

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1. What was your market share and SPI in period 3?



2. Competitor analysis. Pick one of your own brands to discuss the following:


2.1)Which one of your brands did you pick?
2.2)What is a target segment for this brand? List
one of the five
segments.
2.3)List one competitor brand that is also targeting
the segment in Q2.2
. This competitor should have
a larger market share (%U) than your brand (in Q2.1) in that specific segment (in Q2.2)
(if you are the segment leader, list the brand that has the second-largest market share %U)


2.4)Please fill out the table





































































Competitor brand in Q2.3



Your brand in Q2.1



**Gap



Market share (%)in the target segment



Brand awareness (%)in the target segment



Purchase intentions (%)in the target segment



Advertising Expendituresin the target segment



recommended retail price



Commercial team size



Specialty Stores



Mass Merch.



Online Stores



Communication Dimensions (list out)


N/A

**Use absolute value to indicate the gap, e.g. the gap between your brand market share (10%) and the competitor brand market share (13%) is 3%.



3. Given the gaps identified in question 2, what can you learn from your competitor?



4. Would you go into the Vodites market? Why or why not?




1 COMPANY DASHBOARD – FIRM T - ALBATROSS – PERIOD 3 2 FINANCIAL REPORT – FIRM T - ALBATROSS – PERIOD 3 The financial statements of firm T published for Period 3 have been prepared on December 31st, Period 3 in accordance with International Financial Reporting Standards (IFRS), as adopted in the Markstrat world. Company Profit & Loss Statement The table below shows the evolution of firm T financial results in thousands of dollars, as well as the cumulative results since Period 0. Period 3 Period 2 Period 1 Period 0 Cumulative Revenues 74,965 51,730 44,770 38,339 209,804 Cost of goods sold -29,285 -21,362 -19,731 -19,539 -89,917 Inventory costs 0 0 0 -63 -63 Contribution before marketing 45,680 30,368 25,039 18,737 119,824 Advertising expenditures -6,000 -5,684 -4,000 -4,000 -19,684 Commercial costs -2,273 -1,273 -1,248 -1,224 -6,019 Contribution after marketing 37,407 23,411 19,790 13,513 94,121 Market research studies -758 -451 -505 -245 -1,959 Research and development 0 0 0 0 0 Loan capital reimbursed 0 0 0 0 0 Loan capital received 0 0 0 0 0 Loan interest paid 0 0 0 0 0 Exceptional cost or profit 0 0 0 0 0 Earnings before taxes 36,649 22,960 19,285 13,268 92,162 Brand contribution The table below shows a comparison of the net contribution generated by the brands marketed by firm T in Period 3. TONE TOPS Sonites Sonites Revenues 26,920 48,045 Cost of goods sold -9,194 -20,092 Inventory holding cost 0 0 Inventory disposal loss 0 0 Contribution before marketing 17,727 27,953 Advertising media -2,850 -3,000 Advertising research -50 -100 Commercial costs -1,364 -909 Contribution after marketing 13,463 23,944 3 Marketing results The section below provides key marketing results for each of your marketed brands Market Shares TONE TOPS Sonites Sonites Volume Market Share 11.3 % 10.2 % Value Market Share 7.5 % 13.8 % Market Shares TONE TOPS Sonites Sonites Volume Market Share 11.3 % 10.2 % Value Market Share 7.5 % 13.8 % Distribution Coverage The distribution coverage figures in the chart and table below represent the proportion of distributors who carry a given product. The report gives the information for each brand currently on the market. The number of distributors in each distribution channel is provided as well. TONE TOPS Sonites Sonites Specialty Stores 38 % 45 % Mass Merch. 56 % 28 % Online Stores 44 % 53 % Specialty Stores Mass Merch. Online Stores Number of distributors 9,556 6,333 1,056 Brand prices The table below shows the prices in $ of your marketed brands. The Recommended Retail Price is the price that you specified in your marketing mix decisions. The Average Retail Price is the average end-user price, taking into account the discount offered by distributors. Finally, the Average Selling Price is equal to the Average Retail Price minus the distribution margins. TONE TOPS Sonites Sonites Recommended Retail Price $230 $460 Average Retail Price $215 $446 Average Selling Price $144 $286 4 Loans and Budget Changes The left table below summarizes the loans and/or budget changes that were granted to your company by the instructor. The other table provides the past and future payments made by your company to reimburse the loans. The first column shows the reimbursement of the capital borrowed; the second columns shows the interests paid in the period; the third column indicates how much capital remains to be reimbursed at the end of the period. Budget increase (K$) Budget decrease (K$) Loan capital borrowed (K$) Loan Duration Interest rate (%) Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10 Capital reimbursed (K$) Interest paid (K$) Capital remaining (K$) Period 0 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Period 7 Period 8 Period 9 Period 10 5 PRODUCTION REPORT – FIRM T - ALBATROSS – PERIOD 3 The report below provides with information on production levels and production costs for each of the brands marketed in Period 3. Sales, Production and Inventory The chart below shows the units sold , the production level and inventory level for each of your brands at the end of Period 3. All numbers are given in thousands of units. Despite all the efforts made by the Production department, they were not able to fullfill all the orders for TOPS this period. As a consequence, some potential sales of TOPS have been lost. The table below provides you with additional details such as planned production versus the actual one, and the inventory levels at the beginning and at the end of Period 3. All numbers are given in thousands of units. TONE TOPS Sonites Sonites Units sold 187 168 Production Plan (your decision) 200 140 Production 187 168 Inventory at beginning of period 0 0 Inventory at end of period 0 0 Unit Cost, COGS and Inventory Holding Cost The table below shows the unit transfer cost for each of your marketed brands. The “current“ unit cost is the cost of the most recently produced units, while the “average” unit cost takes into account the units that were in your inventory at the beginning of the period. Unit transfer costs are given in $; units sold in thousands of units. COGS (Cost of Goods Sold) are equal to “Units sold” x “Average unit transfer cost”. COGS are given in thousands of $. Finally, this table shows the costs incurred for holding your inventory (storage cost, cost of capital, …). Inventory holding cost is equal to: “Units in inventory” x “Average unit transfer cost” x 8%. It is given in thousands of $. TONE TOPS Sonites Sonites Current unit transfer cost 49 120 Average unit transfer cost 49 120 Units sold 187 168 COGS 9,194 20,092 Inventory at end of period 0 0 Inventory holding cost 0 0 6 R&D REPORT – FIRM T - ALBATROSS – SONITES MARKET – PERIOD 3 This report provides information on the activities conducted for your division by the R&D department during Period 3. Projects completed in Period 3 No projects have been completed in Period 3. Projects completed in past periods The projects listed below have been completed in past periods. The ones at the top are currently used as the production platform of one or several of your marketed brands. The ones in italic, if any, are either no longer used or have never been used to produce a brand. Available Since Features (1) Design (2) Battery (3) Display (4) Power (5) Current Minimum Cumulative Budget Platform of Brand POTONE Period 0 18 3 75 25 12 74 67 1,500 TONE POTOPS Period 0 13 8 40 40 75 172 157 2,500 TOPS (1) Features (Number of): From 5 To 20. (2) Design (Index): From 3 To 10. (3) Battery (Hour): From 24 To 96. (4) Display (Inch): From 4 To 40. (5) Power (GFlops): From 5 To 100. Projects partially developed in Period 3 You have no partially completed projects. Shelved projects You have no shelved projects. 7 R&D REPORT – FIRM T - ALBATROSS – VODITES MARKET – PERIOD 3 This report provides information on the activities conducted for your division by the R&D department during Period 3. Projects completed in Period 3 No projects have been completed in Period 3. Projects completed in past periods No projects were completed in past period. Projects partially developed in Period 3 You have no partially completed projects. Shelved projects You have no shelved projects. 8 DECISION REVIEW – FIRM T - ALBATROSS – SONITES MARKET – PERIOD 3 This report provides a review of the decisions made by firm T at the beginning of Period 3. Resource Allocation Overview The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of dollars. Brand Portfolio TONE TOPS Portfolio operation Maintained Maintained Base project past period POTONE POTOPS Base project this period POTONE POTOPS Marketing Mix TONE TOPS Production planning (in units) 200,000 140,000 Recommended retail price (in $) 230 460 Advertising media (in K$) 2,850 3,000 Advertising research (in K$) 50 100 9 Segmentation Strategy TONE TOPS Explorers 6 % 10 % Shoppers 50 % 5 % Profs 2 % 39 % High Earners 2 % 45 % Savers 40 % 1 % Perceptual Objectives TONE TOPS Dimension 1 Position 1 Dimension 2 Position 2 Commercial Team Size The table below shows the number of commercial people allocated to each brand in each channel during Period 3. TONE TOPS Specialty Stores 15 20 Mass Merch. 40 10 Online Stores 8 12 The two charts below show how your commercial team is allocated across channels and brands. All numbers are given in number of salespeople. Market Research Studies – Sonites Market The table below lists the market research studies purchased by firm T in Period 3, as well as the cost in dollars. Purchased Studies Cost in $ Industry benchmarking 32,500 Consumer Survey 65,000 Consumer Panel 108,250 Distribution Panel 65,000 Semantic Scales 10,750 Multidimensional Scaling 38,000 Market Forecast 21,750 Competitive Advertising 32,500 Competitive Commercial Team 16,250 Conjoint Analysis 38,000 10 DECISION REVIEW – FIRM T - ALBATROSS – VODITES MARKET – PERIOD 3 This report provides a review of the decisions made by firm T at the beginning of Period 3. Resource Allocation Overview The three charts below show how resources have been allocated across markets, functions and brands. All numbers are given in thousands of dollars. Online Query The table below lists the online queries made to the R&D Department while making Period 3 decisions Query Resolution (1) Energy (2) Carbon (3) Connectivity (4) Apps (5) Requested Base Cost ($) Requested Budget Minimum Cost PETEA 20.00 10.00 5.00 3.00 5.00 0 7,230.00 128.00 (1) Resolution (L/mm): From 20 To 100. (2) Energy (BC/Wh): From 10 To 100. (3) Carbon (Kg): From 5 To 50. (4) Connectivity (Index): From 3 To 10. (5) Apps (Number of): From 5 To 100. Market Research Studies – Vodites Market The table below lists the market research studies purchased by firm T in Period 3, as well as the cost in dollars. Purchased Studies Cost in $ Industry benchmarking 32,500 Consumer Survey 43,250 Consumer Panel 75,750 Distribution Panel 54,000 Semantic Scales 10,750 Multidimensional Scaling 38,000 Market Forecast 21,750 Competitive Advertising 32,500 Competitive Commercial Team 16,250 Conjoint Analysis 38,000 11 INDUSTRY DASHBOARD – FIRM T – PERIOD 3 - ALBATROSS Stock Market Period 3 SPI REV NC Cum. NC NASCOR 2,219 111 53 109 TQJC 1,524 75 37 92 Roxwell 1,251 57 26 83 Lions 1,183 54 24 81 Mango 1,137 53 22 77 Supreme 1,090 56 18 68 SPI: Share Price Index. Rev.: Revenues (million $). NC: Net Contribution (million $). Cum. NC: Cumulative NC (million $). 12 13 INDUSTRY INFORMATION – PERIOD 3 - ALBATROSS This report provides economic and costing data for the
Answered Same DayJan 31, 2022

Answer To: 1. What was your market share and SPI in period 3? 2. Competitor analysis. Pick one of your own...

Deblina answered on Feb 01 2022
105 Votes
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Title: Data Analysis
Contents
Response to the Questio
ns    3
Question 1    3
Question 2    3
Question 3    4
Question 4    4
Response to the Questions
Question 1
    The market share of the company in Period 3 is 20% of the total market and the SPI of the company in Period 3 is 1524. The market share of the company has increased from Period 2 to Period 3. The SPI has also increased from Period 2 to Period 3.
Question 2
Competitor Analysis
    The brand that has been considered for the competitor analysis is the TONES.
The five consumer segments in the market are Explorers, Shoppers, Profs, High earners, and Savers. The target segment of this brand (TONES) is the Shoppers with 50 % of the Segmentation Strategy.
    SOFT brand manufactured by Supremes also targets this Customer Segment. According to the analysis the brand has produced 33% of the Purchase intention among the customer segment. Hence, Shoppers will be the optimum target segment of SOFT.
SOFT has a higher market share by consumer...
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